The digital campaign was formed of two phases. The first phase focused on raising broad awareness of DigiGo. The second phase concentrated on consolidating audience awareness into consideration and encourage residents to download the TravelEssex app to book transport via DigiGo. The campaign leveraged social media advertising via Meta (Facebook and Instagram) and digital advertising through Google Display to deliver the campaign directly to residents in the catchment areas. Using the platform’s advanced targeting configurations, tailored adverts and messaging were delivered to four different audience groups in the catchment area: parents and families, students and young people, working professionals and commuters, and the general public.